Service Marketers; How’s Your Packaging?

Service Marketers; How’s Your Packaging?

by: Jay Lipe

When a shopper picks up a product in a store, what’s the first thing they notice? The packaging, right? The same holds true for someone buying a service.
Yet instead of a folded carton with colorful graphics, you are the packaging for your service business. Intangible points of contact, including your clothes, your briefcase, maybe even your breath, all burn a lasting image in your buyer’s mind.
Here are some of the more common packaging elements all service marketers should pay attention to:
Your clothes
All your technical expertise won’t mean diddly if you wear a tie dye tshirt and striped bell bottoms to your first client meeting. ขAlways dress better than you need to,ข says Sue Morem, author of How to Gain the Professional Edge; Achieve the Personal and Professional Image You Want. ขEven when dealing with a casual company, remember you are not a part of that company; you’re an outsider.ข If you’re not sure what to wear, find a personal shopping consultant.
Briefcase
I’ve seen people use briefcases that looked like they carried the first batch of Pony Express mail. Resist the temptation to use that briefcase Uncle Joe bought you at WalMart and instead invest good money in one at a reputable luggage store.
Briefcases are one of the few personal effects almost every business person carries into a meeting and this simple item speaks volumes about your image.
Your notebook
When you pull out some paper to take notes, do you pull out a sturdy, professional looking notebook or just a pad of paper? This item, which sits on the table throughout the meeting, may go unnoticed by many of your buyers. But then again, it may not.
Etiquette
Saying please and thank you. A firm handshake. Looking someone in the eye when talking to them. ขEtiquette is the equivalent of the ribbon and bow on a package,ข says Morem. ขGood etiquette lets others know you are in control and finishes off your image.ข For a good primer on professional etiquette, consult her book.
Proposal covers
Up until five years ago, I routinely faxed my proposals to prospects. Then, one of these prospects said to me ขJay, I have two proposals here. One is handsomely bound and the other is faxed. Which do you think I should go with?ข Point taken. When final packaging your proposals, estimates or RFP’s, use the highest quality binding system you can afford.
Envelopes
Do you still handaddress your envelopes? A lot of business people I know do and I sure wouldn’t penalize them for it. But if your competitors are ink jetting their envelopes, your image will suffer ever so slightly.
Email address
What image does your email convey? If your email address is [email protected] or [email protected], you might take a step back and ask yourself, what image does this convey? If you’re after a professional image for your service business, and you have an email address that doesn’t synch up with this image, you might want to consider upgrading it.
Domain name
These days, with the costs of taking your business online dropping precipitously, your business really should have its own domain name. I’m not knocking AOL or Yahoo. But if you want to project the image of an established business that operates in a professional manner, having your own domain name is a giant leap. For more information about availability of certain domain names, visit InterNIC at www.internic.com.
Email fonts and colors
I’ve received some very professional looking emails. I’ve also received some emails that were laughably amateur. Increasingly these days, buyers and sellers make initial contact through email, and casual fonts or background colors that bury the body text penalize you right from the start. Consider your email address and template as ขwrappersข for your business and treat them accordingly.
Voicemail greeting
Talk about a moment of truth for your business. The vast majority of business calls (including calls from your prospects) reach voicemail, thus underscoring the need for a professional, wellcrafted greeting. Don’t have your daughter recite her new poem or feature a rap version of ขOld Lang Syneข. Keep it simple…and professional.
Punctuality
At the root of being on time is respect; respect for someone else’s time. So, be on time for all appointments. If you do run late, call and let someone know. If you’re running a meeting, end on time or announce that the meeting may go longer and give anyone an opportunity to bow out.
If you think any of these packaging elements aren’t worth investing in, then you’ve missed my point. Each one of these is a defining contact point between your service business and your market, and forms an important element of your packaging. Pay attention to your packaging; your buyer will.

About The Author

Jay Lipe, CEO of EmergeMarketing.com and the author of The Marketing Toolkit for Growing Businesses (Chammerson Press), is a small business marketing expert who helps companies grow faster. He can be reached at [email protected] or (612) 8244833.

[email protected]

This article was posted on July 31, 2004

by Jay Lipe

Marketing Your Automated Testing Team

Marketing Your Automated Testing Team

by: Danna Henderson

It won’t matter how effective your WinRunner Team is if noone outside your immediate organization knows about your accomplishments. For this reason, marketing your WinRunner Team is vital to your success. When times get tough, executives look for costcutting measures. The QA group is often the first on the chopping block. If these high level executives don’t fully understand and appreciate the value of your service, they will see the cost of WinRunner licenses and maintenance as well as the highly skilled, but also more expensive WinRunner engineers as a nice place to start trimming the budget. They will not have the time or luxury to launch an investigation to see if these services are really necessary.

The next thing you know, you have a nice library of WinRunner scripts, but no tools to execute them and no one with the skills necessary to modify the scripts as applications are updated. However, if these high level executives have personal knowledge about the benefits of software WinRunner in terms they understand, which are time and cost savings to the business they support, they will be less likely to put it on the chopping block.

High level executives don’t have the time or energy to seek you out and find out what benefits the automated testing has to offer to the organization. Instead, you must make the effort to seek them out. Marketing your WinRunner group is the responsibility of the entire team, but the heaviest burden lies upon uppermanagement and Vice Presidents because they have daily contact with peers at their level and higher.

Demonstrations for High Level Executives

One of the best ways to market your WinRunner team is to demonstrate to Executives, what you have done with WinRunner tool and how it helps their business. When you know an executive will be in town for a day, arrange for a thirty minute meeting. Executives are busy and everyone wants a piece of their time, so limit the time to thirty minutes. It will be sufficient to demonstrate what you have done with the product as well as how it benefits their business.

When you have confirmed that the executive will be able to attend a demonstration, it’s time to find a suitable conference room. Choose one that has live network connections and a screen to display the laptop image. Schedule the conference room for thirty to sixty minutes before the executive arrives in order to prepare. Use this time to set up the laptop, projector, and perform a dryrun of the script. Verify with the development engineering groups that no loads will be affecting the application you plan to demonstrate. Explain how important it is that nothing impact the environment, which will cause the application to go down during the presentation.

Invite as many members of the WinRunner team as possible so that the executive has the opportunity to meet everyone. However, if this is not possible due to the current workload, invite only key individuals, preferably the ones who created or currently maintain the script that will be part of the presentation. They know most about it and will be able to troubleshoot any problems that arise more efficiently than someone who is not as familiar with the application or script.

Begin the meeting by making introductions and pass out an agenda so that everyone knows where the meeting is going and what will be covered. Give a brief overview of the application that will be demonstrated. The application should be one that the executive is familiar with and the script should run the length of the meeting (or longer). Ideally the application will have a lot of fields, making handtyped data entry tedious. WinRunnerl will whiz through the application at an impressive speed.

While the script is running, explain how long it takes to manually run one test case verses how long it take WinRunner to execute one test case. Translate this into one test iteration so everyone can see how much time WinRunner saves on a weekly or monthly basis. Mention that the manual testers, who used to perform this testing, are now free to work on other projects, while this one is testing it’s self. At the end of the meeting, bring up the report to show how easy it is to identify which test cases passed and which, failed.

Executives are usually in backtoback meetings, some of which run over their time limits. Lessimportant meetings, such as your presentation, may get rescheduled at the last minute. Don’t be discouraged. Simply reschedule the meeting for a later date. These presentations are not a waste of time. Executives who see the benefits of WinRunner and the cost savings will not only hesitate to cut your program out of the budget, but they will also inform their peers, who are struggling with long testing cycles, of your success. Ultimately, your success is their success.

Take Advantage of Status Reports

Status reports are one of the best ways to demonstrate to the business, on a weekly basis, how much time and money they are currently saving by automating the software testing. Status reports should contain the following figures:

Weekly hours saved per application

Year to date hours saved

Number of application automated

Number of scripts

Cumulative hours saved this week for all applications

Cumulative hours saved to date for all applications

Database or Spreadsheet of Project Statistics

Once the business and upper management gets wind of your WinRunner team’s abilities, be prepared for a windfall of questions. You will be asked over and over about the number of applications that have been scripted, time saved through automation, and a host of related questions. The best way to be prepared is to have a database or spreadsheet with your current project statistics on hand. Not only will you appear organized and efficient, but you will not have to drop your current activities to scramble for statistics. Your project database or spreadsheet should show general and application specific statistics.

Let Others Toot Your Horn

Executives who have had positive experiences with you in the past will spread the word when their peers complain about manual testing or show an interest in automating their software testing.

Beef Up Your QA Website

Most organizations have an internal website with sections dedicated to each group within the organization. If your QA organization doesn’t already have a website, it’s time to create one. A QA website can help you streamline activities such as a project queue that prioritized new projects, and conduct customer satisfaction survey’s, and announce your successes to the rest of the company.

Your QA website will do nothing for your PR unless other groups and organizations have to access it in order to interact with your team. You can begin forcing other groups to access your website by creating a project work queue, where they must complete a form in order to have their project entered into the QA work queue. This is your opportunity to lay down the rules rather than be forced to abide by their rules. There are specific facts that need to be clear before QA can prioritize and assign resources to a new project.

Departmental home pages generally consist of the group mission statement and basic information. Once people have seen it a few times, they will skim right over it and with out a second thought. What a waste of space! Home Page real estate is the most valuable area of your website because it’s the one page that everyone sees. You best real estate should be reserved for facts that demonstrate your team’s success. It’s not that the team mission statement isn’t important, but rather that the mission statement belongs on another page or at the bottom of your home page, after the statistics. These statistics can be arranged in such a way that they display a running total of the cumulative time saved to date for each application and as a whole.

Town Hall Meetings

Take advantage of Executive Town Hall meetings, which are often used to update employees on the success of the business and visions Executives have for the future. They usually include many top level executives, who have connections in other business units who may be in need of automated testing. It’s not unusual for each Vice President to be asked to stand up and say a few words about their team’s current activities. This is a good opportunity to repeat some of your automated testing statistics or, in some cases, a quick presentation.

Don’t be afraid to contact executives, explaining your success with WinRunner and that you would like to share this with the organization during the Town Hall meeting. Executives rarely have the opportunity to see what is really happening in the ขtrenchesข and will be pleased to hear about your success, especially when it is clearly a costcutting measure.

About The Author

Danna Henderson has created complex, robust WinRunner scripts for many webbased applications. For more information about successful automated testing with WinRunner, visit WinRunner Consultants at http://www.winrunnerconsultants.com.

[email protected]

This article was posted on January 31, 2005

by Danna Henderson

7 Strategies for Handling Last Minute Meetings

7 Strategies for Handling Last Minute Meetings

by: Susan Friedmann

Have you ever found yourself having to scramble to organize a meeting at the last minute? Wouldn’t it be nice that if and when this daunting situation arose, you were well prepared with all necessary information ready at your fingertips? That’s why I’ve developed the following seven survival strategies to help you plan for the inevitable, because you know as well as I, it’s going to happen ‘someaday.’
Survival Strategy #1. Question the meeting need.
Before you jump into automatic pilot to start your last minute meeting organization, challenge the request. Since deciding to hold a meeting demands serious consideration because of the costs involved, both direct and indirect, doublecheck the rationale for holding the meeting. Develop a few pertinent questions to ask and find out if a meeting alternative, such as a teleconference would achieve the same results.
Survival Strategy #2. Know the basics.
If the meeting really needs to happen, make sure that you plan for the basics:

What is the purpose of the meeting?
Where should it take place – on or offsite?
When is it scheduled for – date and time?
What’s the meeting agenda?
Who needs to be invited?
What refreshments and snacks are needed?
What specific materials and equipment is needed?
What travel and hotel arrangements, if any, are necessary?
What’s the meeting budget?

When it comes to budget, remind your boss that good quality, last minute buying and cheap don’t usually correlate. The reality is that last minute pricing may well come at a premium.
Survival Strategy #3. Develop checklists.
Checklists should be every meeting planners guardian angel. They’re there to help out in time of trouble and avoid unnecessary panic. With the hundreds of pieces that make up the meeting puzzle, the only way to put them together and keep tabs on all the details is with a checklist. Become a checklist fanatic and consider having a checklist for each checklist. Cover all your bases. The more thorough you are, the greater the probability of success, even at the last minute.
Survival Strategy #4. Create a contact list.
When you need something in a hurry who do you call? These are the people who need to make up your contact list. Consider your facility needs, catering, audiovisual, etc. Compile a list with phone including cell phones, fax and email information. Keep this list updated annually as contacts and their information can change. Also include useful website resources as you find them, but remember to check them out beforehand.
Survival Strategy #5. Build relationships.
Don’t wait until you need a favor from someone, rather continually find ways to build a ขdream teamข or support network. Build a contact base of other meeting professionals, suppliers, vendors and angels you can call on at the last minute to help you out. Take time to discuss their strategies and resources for dealing with last minute meetings, and add this information to your ขsurvival kit.ข Don’t forget to include your fellow coworkers who might be willing and able to help out at a moment’s notice.
Survival Strategy #6. Develop contingencies.
Because your plans are last minute, the greater the chance of something not working out the way you’d like it to. So what’s your backup? If you don’t have one, all your original plans could be destroyed in an instant, and you’ll be scrambling even more than before to put a second strategy into operation. Have a Plan B ready ขin the wingsข just in case you need it. Once again, the more thorough you are, the greater the probability of pulling off this miracle.
Survival Strategy #7. Learn to laugh.
Keeping a sense of humor will definitely help prevent you getting mad, angry and frustrated with those disorganized managers who leave things to the last minute and expect you to perform miracles. Learn to laugh at them and yourself to keep a saner perspective on life. If nothing else, remember that laughing is a great survival technique, which is good for your health and will help reduce stress and blood pressure levels.

About The Author

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

This article was posted on July 25, 2004

by Susan Friedmann

Ten Secrets of Super Successful Meeting Planners

Ten Secrets of Super Successful Meeting Planners

by: Susan Friedmann

Whoever said that being a meeting planner was easy, lied! Rather, it should be classified under the tough and demanding job category. But, along with being tough, it’s also fun, exciting, exhilarating, stimulating, and never, never boring. You have the opportunity to go to exotic places, stay in luxurious hotels, and experience life from a totally different angle. Who could ask for anything more? For those of you ready to shoot me at this point, know that I fully understand your pain!

The purpose of this article is to look at ten skills that help make a super successful meeting planner, and how you can take this expertise and use it to enhance the great job you’re already doing.

1. Planning and organizing

The most common reason shows go wrong lies in the simple fact that not enough time is devoted to adequate planning and preparation. And, many of those shows that are believed to have been successful, are often more by chance than through actual organization. Super successful meeting planners have both a strategic and tactical plan of action. They then use the following five basic questions as their foundation before making any arrangements:

Where does this meeting fit into our corporate marketing strategy?

Why are we meeting?

What is the purpose of the meeting?

Who should attend the meeting?

What is our budget?

2. Taking care of details

So much of putting a meeting together means taking care of the details, and there are usually more of these than you care to think about. Being detailoriented is a definite plus. The key to so much of a meeting planner’s success is having a system that works. Creating checklists is one of the best I know. With the hundreds of pieces that make up the meeting puzzle, the only way to put them together and keep tabs on all the details, is with a checklist. Become a checklist fanatic and consider having a checklist for each checklist. I’m getting dizzy just thinking about it.

3. Practicing savvy marketing

A significant part of a successful meeting planner’s role involves developing a pre, at and postevent plan. Most meeting planners fail to have a plan that encompasses all three areas. Budget is naturally going to play a major role in deciding what and how much promotional activity is possible. Super successful meeting planners know the importance of developing a meaningful theme or message that ties into their strategic marketing plan, and that will guide their promotional decisions. They know and understand their target audience and plan different promotional programs aimed at the different groups they are interested in attracting.

4. Being a team player

Super successful meeting planners know exactly how to work together as a team, helping each other out whenever and wherever necessary. They help everyone get acquainted, develop a level of trust, and familiarize and understand each otherกs strengths. They know what it takes to create an environment of camaraderie where the staff, as a whole pulls out all the stops to succeed and set themselves apart from the competition.

5. Knowing how to manage time

Super successful meeting planners have mastered the art of managing their time. They are well organized and have essential information at their fingertips, which means that their work environment is orderly and efficient. They know their priorities, don’t over commit themselves, and can differentiate between important and urgent tasks. They are superb delegators and are not afraid to ask for help whenever they need it. And, finally, they don’t procrastinate; on the contrary, they practice the ขdo it nowข habit.

6. Negotiating skillfully

Skillful and savvy negotiators know exactly what they want. They spend time doing their research so that they know as much as possible about their opponent. They are prepared with strategies and tactics, questions and possible concessions. They are masters at finding alternative ways of talking about, reacting to and solving problems. They use their talents of intuition, flexibility and concern for others to reach an agreement where both sides win. They look to create a feeling of cooperation to build a mutually beneficial working environment.

7. Applying a positive attitude

Research successful people and you’ll find that having a positive, ขcan doข attitude ranks high on their list of characteristics. Not only are they positive and upbeat, they surround themselves with naturally positive and successful people. Give it a try and see it their attitude rubs off on you. When you focus on what you can do versus what you can’t do, expect to find solutions to your various challenges. Try changing your vocabulary to reflect your optimistic thoughts and feelings, and see what happens. People find you more attractive and want to be around you, especially when you focus and direct your conversation onto the outcomes they want.

8. Evaluating results

Any master continuously looks to improve on their performance, and a super successful meeting planner is no different. Create a system to evaluate your results. Ask your participants for their feedback. Find out what they liked about your event, and what they would like to see improved in the future. In addition, ask yourself what you thought went well and what you would do differently if you had to organize this event again. Chronicle all your data and keep accurate records so that you can refer to them the next time around.

9. Being a perpetual learner

We live in an information age and are surrounded by more stuff than we can possibly cope with. However, successful people love it, as they are perpetual learners. They know the pitfalls of relying on what worked in the past as a guide to what will work in the future. That’s why they constantly look for new and improved ways of doing things, learning from the masters and staying open and willing to try different approaches.

10. Keeping a sense of humor

If you don’t laugh you cry and in the meeting industry there’s no lack of situations where it’s easy to shed a tear. Keeping a sense of humor will definitely help prevent you getting mad, angry and frustrated with those incompetent and disorganized suppliers. Learn to laugh at their mistakes as well as your own to keep a saner perspective on life. If nothing else, remember that laughing is good for your health and will help reduce your stress and blood pressure levels.

About The Author

Written by Susan A. Friedmann, CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

This article was posted on May 07, 2004

by Susan Friedmann

Avoid the Duds: 10 Strategies for Selecting ‘the P

Avoid the Duds: 10 Strategies for Selecting ‘the Perfect Speakerก

by: Susan Friedmann

Today, more than ever, the success of meetings relies heavily on the strength of program content and presentation. Nothing can spoil a meeting more than hiring the wrong speaker. That’s because speakers do more than just convey the overall meeting message. You look to them to provide insights, awareness, and cuttingedge information in an energetic, motivational, entertaining, and professional manner. What more could you ask for? Well, the right speaker can emphasize an important message, offer inspiration, help people cope with new assignments, and lead the way towards change.

Selecting the right speaker for your event is one of the most important, yet daunting elements for creating a successful meeting. Your speaker can often make or break the event. If he bombs, your reputation not only takes a severe nosedive, but you also have the pleasure of dealing with the barrage of complaints from a disappointed audience. Yet, if he does well, you can walk away with many of the accolades, compliments, and of course, the rave reviews. By now, you probably realize that this massive responsibility is not to be taken lightly.

Raise Your Expectations

The skill to selecting a great speaker is determining what combination of education, motivation, and entertainment best fits your function. Then set out to find a perfect match. But keep your expectations high, since nothing can spoil a meeting faster than booking the wrong speaker. The following 10 guidelines should help you keep your focus and also keep you away from the ขduds.ข

1. Know the program objectives. Before you can start looking for the right speaker, you must know the program objectives. Begin with the end in mind. What are you looking to achieve? Is this an annual meeting, a training program, an incentive gettogether, an awards celebration, or another type of event? This will probably be a committee or management decision, rather than one you will have to make. But you may have to make an intangible concept tangible.

2. Understand the audience’s needs. Along with the program objectives, consider the needs of your audience. Does your group need industryspecific or technical information? Will a mix of motivation and entertainment serve your group’s purpose? Today’s audiences are generally younger, more educated, more diverse, and more sophisticated than in the past. They want content. They want to learn, but they also want it to be fun, so consider the audience needs and exactly what they expect. Consider surveying your audience. Ask them what they want or what skills would most help them in their jobs. For example, sales people may ask for advanced selling skills, but managers may request teambuilding programs.

3. Check for reputation. With countless speakers out there vying for your business, how can you possibly determine which one best meets your needs? Many speakers produce highly professional or glitzy marketing materials to help sell their services. You must look deeper than simply scanning a few brochures and ask pointed questions to find the right fit, such as What experience does this speaker have? How familiar is this speaker with this industry? and, Who else has used this person?

4. ขTest driveข your prospects. If you don’t have the opportunity to preview a speaker in person, then the next best thing is to request a video or audio recording of a previous presentation. A session that was recorded before a live audience gives you a better sense of a person’s real ability.

Watch or listen carefully to how the speaker builds rapport and interacts with the audience. Ask yourself if this person would be right for your group. Is the combination of education, motivation, and entertainment appropriate for your needs? Does the speaker have a message that is appropriate, timely, and relevant to the theme or purpose of your event? Does it conform to your company’s philosophy and policy? Do you feel the speaker is genuine and has the expertise to deliver a solid presentation?

5. Don’t be starstruck. If you are considering celebrity speakers, make sure they can speak! TV personalities do a great job on the air, but sometimes have little public speaking expertise, and you should be aware that the skills needed for being on TV and for speaking live are very different. However, many wellknown personalities make excellent speakers and can add enormous value and clout to your event. Politicians and sports, media, or entertainment celebrities often share life experiences, offer advice, or have an inspirational message to impart.

6. Be wary of grandiose claims. Speakers who claim to be all things to all people are probably desperate for work. Avoid them. True professional speakers, on the other hand, usually have certain areas or topics of expertise. They would much rather refer potential business to a true expert than jeopardize their reputation by trying to do a program outside of their knowledge zone. Also, beware of the charismatic and fluffy speaker as your audience wants good, solid takeaway value.

7. Provide and ask for good information. Reputable speakers want to find out as much as possible about the meeting objectives, the audience, industry challenges, and so on in order to tailor their presentation to the group. Share information on your organization and audience to help the speaker design a program to fit your specific needs. provide them with newsletters, catalogs, or any other publications that highlight industry trends, key people, industry jargon or buzz words, and insider news and views.

Also include as much information as possible about the size and demographics of the audience such as age, gender, and positions.

8. Ask for an outline. Ask prospective speakers for an outline of the presentation to make sure they will be covering the material as you discussed. This will clearly lay out what’s expected as verbal communication is subject to being misunderstood or misinterpreted. Seeing exactly what speakers plan to cover in the sessions should help to ensure that the material is tailored to your specific needs.

9. Maximize opportunities. Look for ways to maximize opportunities with your speakers. Discuss different ways they can add extra value and be a significant resource to help improve your meeting’s success. Brainstorm ways that you feel they can assist you in planning, preparing, promoting, and presenting. Some suggestions include serving as an emcee, conducting special sessions or roundtable discussions about current issues for select groups such as company executives or the board of directors, and participating in a spouse program.

10. Trust your instincts. Through your communication with the speaker, you will quickly form an opinion or have a feeling about this person. First reactions count here. ขI like this personข or ขI don’t like this person,ข or ขI feel comfortable or uncomfortable working with this person,ข are strong indicators. These responses usually comes from your gut — a very trustworthy organ. Have confidence in your instincts and trust that socalled sixth sense. If you experience any kind of negative feeling, think about looking for someone else or get another opinion from a colleague. You want to make sure that you can work with this person and that both of you are on the same wavelength.

The true objective of hiring a professional speaker hinges on establishing a partnership where a mutually beneficial relationship grows and flourishes. When this happens, you know you’ve chosen well.

The Perfect Match

Overwhelmed with the plethora of speakers to choose from? You may want to turn to a speaker’s bureau for advice and guidance. A good bureau should act as a consultant and partner to help your event succeed. Even though many hundreds of bureaus are out there, the numbers pale in comparison to the thousands of speakers. A bureau’s sole purpose is simply to make your job easier and provide you with solutions. They want to find the best possible match for your event within your price range. So, where do go looking for one of these bureaus? Here are a few places to start your search: the phone book, chambers of commerce, convention and visitors bureaus, the Internet, industry colleagues, and friends.

A Final Note:

Look for CSP (Certified Speaking Professional) or CPAE (Council of Peers Award for Excellence) designations. Both these are conferred by the National Speakers Association and are considered the speaking professionกs international measure of professional platform skill (http://www.nsaspeaker.org).

Armed with these guidelines and resources, your search for the perfect speaker will be more fruitful. And with a little effort and some time, you will connect with a speaker who will fulfill your goals— one that will be both inform and enlighten. Your audience will thank you.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

[email protected]

This article was posted on August 26, 2004

by Susan Friedmann

Useful Tips for Evaluating Your Meeting Venue Opti

Useful Tips for Evaluating Your Meeting Venue Options

by: Susan Freidmann

However, large or small the meeting, location is key. Your environment, formal or informal, helps set the necessary mood and ambiance for the meeting to take place. Think about choosing a comfortable, yet stimulating environment that encourages attendees to concentrate, but beware of making it too cozy and relaxing that they’re likely to fall asleep.

When thinking about the right location, consider the meeting objectives, the length of the meeting and, of course, your budget. Decide how appropriate/necessary/important it is to hold the meeting on or offsite. For example, sometimes a neutral, offsite location is necessary for confidential, top secret discussions.

Different types of locations to consider:

Local offsite meeting space

Outoftown offsite meeting space

1. Local offsite meeting space

When it comes to selecting an offsite location, be it a local hotel conference room, a restaurant or other meeting space, your budget will rule and determine the outcome. To play it safe, always inspect the space firsthand before finalizing any decisions. Make sure the space is the right size for the meeting. You want to avoid ขmaxisizing,ข that is having a space big enough to seat 200 for a 20person meeting. You only want to consider venues that are larger enough to handle the event you’re planning. Much will depend on the number of participants and the complexity and/or variety of the program. Will it be formal, informal or both? Do you want a rural or an urban location? Chances are that every event you plan will possibly meet different criteria, and thus have different space requirements.

2. Outoftown offsite meeting space

This option is usually used for extra special meetings, such as sales meetings, as costs will inevitably be much higher. These kinds of meetings may well last for several days so you want to make sure that all necessary details are well taken care of. If you want to make it high on your colleagues’ popularity poll, consider using a resort facility, as they usually offer various enjoyable relaxation options, golf, swimming, fitness center, etc. A site visit is essential so as to avoid any unexpected surprises.

With this in mind, let’s look at the various venue options available to you:

Hotels

Conference centers

Convention centers

Resorts

Retreat centers

Cruise ships

Unique environments

Hotels. These fall into three main categories:

Wellknown and established chains, such as Marriott, Hilton, Hyatt, Sheraton, Holiday Inn, that offer a certain level of service that you can expect worldwide. They offer a wide range of amenities especially if you need room for large banquets, trade show or exhibit areas.

Independently owned properties, such as those belonging to the Preferred Group (http://www.preferredhotels.com), whose luxury hotels and resorts offer a unique character, oneofa kind ambience, and provide the highest standards of quality and extraordinary service.

Boutique lodgings service business travelers in search of a home away from home. They are small luxury hotels & resorts with individual personalities – eclectic, quaint hotels housed in historic urban buildings or romantic resorts with flowering gardens and beachside villas (http://www.boutiquelodging.com). However, nice these sound, you definitely need to check what meeting space facilities, if any, they offer.

Conference centers. Conference centers encompass a broad gamit of venues which are often purposebuilt specifically for meetings and events and offer stateoftheart facilities, many including videoconferencing. They comprise corporate training centers, universities, resorts, airport, urban and downtown facilities. Your best bet to find a suitable facility is to start your research with the International Association of Conference Centers (http://www.iacconline.com/). You can do a worldwide search based on your specific meeting criteria.

Convention centers. When you’re looking for a combination of an urban location, plenty of meeting space, and substantial exhibition space, then a convention center is a practical solution. They’re geared up large numbers and generally situated close to airports or in a convenient downtown location. The one drawback is that you would need to use a nearby hotel for accommodation.

Resorts. You’ll probably only consider a resort property if relaxation and leisure activities rank high on your priority list. This environment works well for both formal and informal meetings. Resorts Online (http://www.resortsonline.com/) allows you to choose the activity you’re most interested in to find an appropriat selection of choices.

Retreat centers. These generally work best for smaller more focused groups who are looking for a quiet, serene meeting environment. They encourage ขan away from it allข type mentality where people can engage in personal exploration, strategic decisionmaking, communicaton, and self improvement.

Cruise ships. These make an interesting and very different venue option. There are a few companies who specialize in cruise meetings offering facilities worldwide for a wide variety of groups (www.cruisemeetings.com). Many of them will work within your budget constraints to offer complete packages that include airfare, transfers, meals and entertainment.

Unique environments. Unique environment don’t always make the best meeting spaces, but it’s worth doing your homework to find out. Some options to consider include museums, stately homes, (including castles in Europe http://www.grandesetapesfrancaises.com/geehome.htm), sporting venues, and theaters. Many of these venues work well for special functions, but don’t necessarily have adequate meeting space facilities and equipment.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

[email protected]

This article was posted on October 16, 2004

by Susan Freidmann

10 Tips For Bringing Your Event To Life

10 Tips For Bringing Your Event To Life

by: Susan Friedmann, CSP

Your job as an event planner doesn’t stop with the meeting in the company boardroom. You may be call upon to organize an employee appreciation event, an awards dinner, a product launch, the celebration of a company milestone, a gala recognizing a longtime employee’s retirement, an incentive event for the company’s sales force, a fundraising event, a holiday celebration…the list goes on and on.

These types of affairs differ from your typical corporate business meeting, and you face unique issues and pitfalls when planning them. Rave program reviews are generally the result of the blood, sweat, and tears you devote to the project. A welldesigned and wellorchestrated event is analogous to a good stage production. It’s all about getting your act together and performing the right show for the right audience.

The following are 10 tips that zero in on the nitty gritty elements that can help earn your efforts glowing reviews (and make your mom really proud of you). As you begin each planning program, a key question to ask yourself is, ขhow can each activity engage the participant’s interest?ข

Tip #1: Decide When To Stage Your Event

Timing is everything. The decision about when to hold your event is determined in large part by what type of event it is. Ask yourself, is the event better suited for the day or evening? Do you want to hold it during the week or on a weekend? If your event doesn’t have a deadline, would it be best to hold it during a specific season or time of year? Make sure to check that your event doesn’t overlap with any religious holidays, and it’s probably best to avoid scheduling during major sporting events.

Tip #2: Map Out A Location

The first order of business is to decide whether to hold your event indoors or outdoors. However, outdoor events have several major considerations, the elements being number one on the list. Think tents, portable flooring, electric generators, and space heaters, in addition to a well thought out contingency plan. Also, be aware that speeches and audiovisual presentations are notoriously difficult to stage outdoors.

Tip #3: Consider Unique Environments

Hotel meeting rooms can get old very quickly and the thought of a unique environment can immediately add interest and excitement. Consider retreat centers, cruise ships or yachts, museums, stately home, sporting venues, and theaters. Realize that many of these venues work well for special functions, but they don’t necessarily have adequate meeting facilities and equipment. Make sure you do your homework beforehand and abide by the ขMeeting Planner’s Golden Ruleข never select a venue without having seen it in person!

Tip #4: Set The Stage

The program plan you choose stems from the purpose and participants. Your four main considerations include:

What is the main emphasis of the program – educational, business or social?

What are your financial criteria – generate revenue, break even, or be a company expense?

What are your participants’ expectations?

What is the optimum ration of educational, business, and social programming?

Tip #5: Create The Right Atmosphere

One key to a successful special event is to seek out entertainment or decorations that are unique and fun to spark excitement and add the right ambiance. Think outside the box and consider all sorts of amusements – strolling musicians, magicians, chefs’ demonstrations, palm readers…anything out of the ordinary. Novelty is the key to your success. Keep in mind that entertainment that rave about can also come in the form of an elaborate coffee bar or startlingly beautiful champagne fountain. Remember to check all decorating plans with the venue in advance because many have restrictions on what they allow. For example, many establishments forbid helium balloons.

Tip #6: Create A Memorable Theme

Creating a theme for your event helps make it easier to organize food, décor, and other accessories, such as giveaway items. Select a theme that fits your participants. Consider choosing from the following categories:

Fashion: The Roaring Twenties or An Evening at Ascot

History: The Garden of Eden or A Renaissance Fair

Politics: Fourth of July Celebrations or Women’s Lib (political and historical)

Popular culture: Wizard of Ox or An Evening with Dr. Seuss

The arts: An Italian Affair or A Night at the Oscars

Tip #7: Integrate The Theme

Don’t consider a theme unless you are prepared to follow it through your entire event. Don’t limit it to a few posters on the walls, which just add lip service rather than real ambiance. For the most impact, integrate it before, during and after the event. Reflect your theme in your invitations and in any party favors that guests take home. Your theme should complement the tone and content of your event. Advise speakers and discuss with them how they can incorporate, but not overuse it in their remarks. A few extras to consider when integrating your theme:

Make sure the theme is general enough that it is unlikely to offend anyone, and that it is meaningful to your group.

Develop a meaningful slogan or message to go along with the theme to add a little extra when you promote the event.

Consider having a special logo designed to enhance the theme and its possible message.

Tip #8: Hire A Professional Photographer

A photographer is a great addition to almost any event. Guests appreciate a visual reminder of the fun time they had at your affair. Arranging to have family portraits taken at an employee appreciation event shows your employees that you care about them as individuals. Guests at more formal affairs enjoy having their pictures taken while they’re dressed up for a night out. Decide whether you want a photographer to roam among your guests taking candid shots, to set up in a central location to take posed shots, or both.

Tip #9: Entertain The Group

Participants look forward to the entertainment segment of a program. They want to have fun, enjoy themselves, and let their hair down, particularly after stressful and demanding sessions. So guess what? Your participants’ stress reliever now becomes your stress maker. You have a true responsibility to choose the right entertainment for your group. Some options include the following:

Music: Your choices include a band with or without singers, a soloist (instrumental or vocal), a disc jockey, or even karaoke.

Spectacle: Consider hiring a magician, juggler, comedian, mime or hypnotist.

Theater: Arrange a dinner theater performance, a oneperson act, a murdermystery experience, or corporate theater (which involves using professional or amateur actors to dramatize a company’s image, a new product, or the history of an organization).

Games: Involve your participants by planning individual games, such as a treasure hunt, or an event with a game show format, such as ขJeopardyข or ขHollywood Squares.ข

Video or slide show: A picture is worth a thousand words. For a retirement dinner, consider creating a slide show featuring the guest of honor’s accomplishments. For a sales meeting, provide a video demonstration of a new product.

Tip #10: Hire The Right Talent

As you think about hiring your entertainment talent, find out where and for whom they’ve previously performed. Make certain that you view a demo video. Watch for the quality of their performance and the audience reaction. Check out their references and ask some pertinent questions:

Would you hire them again?

How flexible, reliable, and easy to work with were they?

How would you rate their act?

What do they do well?

What part of their act could use improvement?

What were the demographics of your audience? (You want to make sure that this act would be a good fit for your participants.)

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

This article was posted on September 12, 2004

by Susan Friedmann, CSP

30 Tips for Keeping Meeting Expenses to a Minimum

30 Tips for Keeping Meeting Expenses to a Minimum

by: Susan Freidmann

Money makes the world go ‘round. And when it comes to meeting planning, money can probably get you whatever you want. However, few event planners have the luxury of an unlimited budget. Your boss may like to drink champagne on a beer budget. In other words, caution you to spend less, but expect miracles at the same time.

Preparing and managing a realistic budget is serious business, but to score ขbig bossข points you also need to be a savvy negotiator and costcutting aficionado. To help you on your way, here are 30 tips in a variety of different areas to keep your meeting expenses at a minimum without losing quality you strive for.

1. Keep your budget flexible. Be prepared to build in a contingency of 10 percent into your total budget to take care of any unexpected expenses and emergencies. Unforeseen or overlooked costs such as, overtime, overnight mailings, phone and computer hookups or speaker substitutions could skyrocket your budget.

2. Check all invoices. Question anything on your invoices that doesn’t compute against the written quotation. Scrutinize your hotel/facility and food and beverage invoices while onsite. Ironing out discrepancies in person is much easier than over the phone.

3. Limit authorization. Only a select few should have the authority to charge items to your master account at the hotel. Make sure hotel has a list of these people, and refuse to pay for charges signed by unauthorized personnel.

4. Review accounts daily. To avoid any major surprises or heart failures when you see the final bill, review your accounts with the facility on a daily basis. It’s easier to spot errors or make necessary changes if costs are escalating in certain areas.

5. Schedule during lowusage times. If you have the flexibility, consider scheduling your meetings during low seasons or days of the week when the facility is less busy. Booking near holidays such as Easter, Memorial Day, and Labor Day might definitely be to your advantageous.

6. Ask for the best rates. Do your research. Check out the rack rates, corporate rates, AAA discounts and so on, and compare them to the group rates you’re being offered. Call the tollfree reservation desk for information.

7. Confirm and reconfirm your dates and event details. Overlooking a detail may cost you big bucks.

8. Request a discount for onsite payments. When the facility doesn’t have to wait for payment because you arrange to pay immediately after the event or as the meeting is ending, they may well be open to a discount for prompt payment.

9. Be conservative with room blocks. With more and more guests using discounted hotel sites for room bookings, attrition on unused rooms can get very expensive.

10. Negotiate comp rooms. As part of your discussions with hotel management, negotiate comp or discounted rooms for speakers, staffs and or upgrades for VIPs.

11. Understand your cancellation clause. Don’t sign anything you’re not completely happy with. Be certain that your cancellation clause is reciprocal, so that both parties get the option to back out of the contract before a specified date, in case of any changes to the original agreement.

12. Negotiate set prices. To help with your budgeting, arrange to pay a specified amount on food and beverages during your entire event, rather than a rate per person, per function.

13. Consult a tax attorney. Investigate tax laws for your business location and the event location. You may be eligible for tax breaks that you’re not claiming.

14. Keep room setup simple. Wherever possible use theater style (where only chairs are used) as it is less laborintensive than classroomstyle (which includes both table and chairs), thus lowering setup costs. Also, plan to keep setups the same from day to day.

15. Check into other groups. Find out about groups holding their meeting prior to and after yours and discuss staging needs. You may find that you can save on setup and teardown if you all have the same or very similar requirements.

16. Investigate sponsorship opportunities. Find sponsors to cover as many of your program expenses as possible, especially speaker fees, audiovisual equipment, and special meal functions.

17. Investigate grants. Although it might be a timeconsuming exercise, you might look into specific federal, state, local or corporate grants that might be available for holding your meeting.

18. Use industry experts. To save on speaker expenses, consider using industry experts whose companies often pay expenses. Alternatively, use local speakers where appropriate to save on travel expenses. However, check how good they are before hiring them. You may end up with a dud!

19. Avoid renting unnecessary equipment. Double check speaker needs for audiovisual equipment to avoid renting unnecessary items.

20. Keep signage simple and reusable. Consider investing in a laminating machine to make your own signs.

21. Discuss economical audiovisual setups. Limit the number of microphones needed. Check if the hotel supplies a complimentary microphone in each meeting room. Skirt a cocktail table instead of renting special carts for A/V equipment.

22. Use outside suppliers. Look outside the hotel for possible audiovisual suppliers whose prices may be more competitive than those inhouse. However, the hotel may match the other supplier’s prices if asked.

23. Save on transportation. Use airport shuttles instead of taxis. If you have a sizeable group attending your event, negotiate special discounts with the shuttle bus company. Alternatively, check if the local taxicab company can provide discount coupons.

24. Arrange for one room. For smaller committee meetings that may be held during a larger conference arrange for a buffet luncheon to be held in the same room as the meeting to save on having to rent a separate room.

25. Negotiate food. Negotiate paying for food based on consumption. You can then return food without having to pay for it.

26. Minimize portions. Sever miniDanishes, muffins and doughnuts, or cut larger servings in half. Many people (especially women and dieters) only want half to start with. Alternatively, serve a continental breakfast instead of a full breakfast buffet.

27. Opt for fewer choices. When it comes to hors d’oeuvres, go for fewer choices in larger quantities rather than a large selection in smaller quantities. And, remember to avoid the shrimp. People inhale it. There’s never enough!!!

28. Check for dead stock. Check if the hotel has dead stock wine available (such as wine that in no longer on the wine list). You may be able to negotiate a great price for some really good quality wine.

29. Store opened bottles. Find out if the hotel can store opened bottles of liquor from one reception and us them another reception during the same conference.

30. Open bottles as needed. As the banquet captain to open wine bottles only as needed. You pay for every bottle that’s been uncorked.

Bonus tip: Avoid salty foods during receptions as it encourages people to drink more.

About The Author

Written by Susan A. Friedmann,CSP, The Tradeshow Coach, Lake Placid, NY, author: ขMeeting & Event Planning for Dummies,ข working with companies to improve their meeting and event success through coaching, consulting and training. Go to http://www.thetradeshowcoach.com to sign up for a free copy of ExhibitSmart Tips of the Week.

[email protected]

This article was posted on September 30, 2004

by Susan Freidmann